Ergonomic and wellness footwear brand FitFlop has announced the opening of its first USA store on Mercer Street, New York. The store marks the beginning of an expansion programme for the brand in the USA. With technology, ergonomics, and comfort at the heart of its product, physical retail is an integral part of the company’s mission to deliver an enhanced brand experience to customers and reach new audiences.

The 802 square-foot store’s aesthetic is based on a brand-new concept designed in collaboration with the design agency, Checkland Kindleysides and moves the brand forward to coincide with its contemporary marketing campaigns and brand ethos. The store’s design will welcome consumers with its bright, light, optimistic interior, featuring a sophisticated red wave ceiling, a new tactile tiled wall, and a large screen at the entrance. The versatile shop fit also offers full functionality to the brand’s expanding ranges with a flexible perimeter system to hold shoes in different silhouettes and sizes as well as a new apparel range, helping to create a lifestyle feel for the brand.